Research Problem/Title of the study “A study on the Impact of counterfeit brands on consumer’s acceptance of original brands in the Indian context” Literature reviewed (n = 7) Title of the study Objective of the study Research questions Gaps the study is talking about Methodology (Sample, size, sampling technique, geographical location, statistical tools and techniques etc.) Key findings and implications of the study Limitations and future research directions Attitude and Purchase Intention Towards Counterfeit Products: An Enquiry among Consumers in India To understand the attitude of consumers towards counterfeits and its effect on their purchase intention. The model of Michaelidou and Christodoulides (2011) are relooked from a fast-developing country (India) perspective, whose culture is fundamentally different from the West. · Product variety available within the counterfeit market. · Price Consciousness · Perceived Risk · Ethical Obligation · Attitude and Purchase Intention Counterfeit brands are identical to legitimate products, which are made so as to deceive consumers into believing that they are original products. In the context of the study, counterfeiting is classified into two major types deceptive and non-deceptive. Independent samples were drawn from among the 300 respondents.
Most (75 %) of the buyers are income earners while the remaining are dependent children from such families. The sample means are drawn from a single population. Structural equation modelling (SEM) was used to analyze. 50% of all respondents (among 300) who actually purchased were also classified as those with high purchase intention (PI). For the remaining 50% when their purchase intention (PI) was enquired, they were willing to gather more market information relating to comparable prices offered in the regular (genuine) discount market. As the sample size was limited to three hundred actual shoppers at the grey market the model comparison across two different product categories was not possible.
The influence of online counterfeit product sales and its impact on genuine product sales and its distribution is another area to be explored. There are ample evidences to prove that many leading online sellers are knowingly or unknowingly facilitating the sale of counterfeits. Auto components, electronic accessories, mobile phones and peripherals, pirated software, counterfeit drug and other pharmaceutical products can also be included in separate studies. The impact of deceptive and non-deceptive counterfeit products can also be studied.
Counterfeits and branded products: effects of counterfeit ownership To investigate impacts of counterfeit branded products (CBP) ownership on branded products (BP) and to explore determinants of CBP purchase intention of both CBP owners and CBP non-owners. · What is the difference between consumers’ perceptions of CBP and BP? · How CBP ownership alter consumers’ perceptions of BP? · If consumers’ perceptions of CBP influence their CBP purchase intention? · Will CBP ownership interact with perceptions of CBP in determining CBP purchase intention? · Examines the impact of CBP on its counterpart BP from both brand and product perspective. · Focuses on how CBP ownership alters consumers’ perceptions of CBP/BP and thereafter the purchase intention of CBP. · Discussions of Four focus group · Conducted a quantitative survey of 430 adults in Glasgow, UK. · Measured consumers’ brand perceptions of o CBP and BP o CBP non-deceptive ownership o CBP purchase intention. Consumers were found to have more favorable perceptions of BP than CBP, with exceptions of financial risk and security concerns.
Significant perception differences concerning CBP were identified between CBP owners and non-owners. In contrast, CBP ownership had no significant effect on consumers’ evaluations of BP. Several perception dimensions appeared to be significantly influential on CBP behavioral intention, with brand personality playing the dominant role.
Evidence of an interaction effect of CBP ownership with consumers’ perceptions of CBP on CBP purchase intention did not exist. Still too early to draw a conclusion if Counterfeit Branded Products does not have a direct impact on the brand image of Branded Products, in spite of the clarity on both CBP-prone consumers and BP’s superior features. Attitudes toward counterfeit products and counterfeit purchase intention in non- deceptive counterfeiting: role of conspicuous consumption, integrity and personal gratification Study the effects of conspicuous consumption, integrity and personal gratification, on consumers’ attitude and behavioral intentions toward counterfeits · Consumers conspicuous consumption will affect their attitude toward counterfeits? · Consumers integrity will affect their attitude toward counterfeits? · Consumers personal gratification will affect their attitude toward counterfeits? · Consumer`s attitudes toward counterfeit products affects behavioral intention of buying? · Focuses on the demand side of non- deceptive counterfeiting where consumers intentionally purchase counterfeits. · Influence of selected factors on a consumer’s willingness to knowingly purchase counterfeit goods. · To examine the relationship between dependent and independent variables research hypotheses were proposed. 300 questionnaires were distributed to respondent as a test sample and 276 questionnaires were found to be usable in data analysis. Collected data were tested using SPSS 17 and Amos 18 software programs.
· First, the measurement model was tested and then the structural model was estimated by using Structural Equation Modeling. The findings indicated that conspicuous consumption has significant effect on attitude toward counterfeit products (ATCP) and the, integrity has negative significant effect on it. Besides personal gratification has significant effect on consumers’ attitude toward counterfeit products. On the other hand, the findings state that attitudes toward counterfeit products, has significant effect on purchase intention. · The sample was selected in the streets and places close to the points where counterfeited products were being sold.
· Limited number of independent variables. · It is possible to conduct this study with some changes and adjustment, to enhance the generalization of the research. Factors Influencing Consumer’s Intention to Buy Counterfeit Products Six primary factors that influence counterfeit purchase have been identified and the TRA has been applied to investigate the impact of these factors on consumer behavioral patterns How the Theory of Reasoned Action (TRA) could help identify the factors responsible for influencing behavioral intentions of a consumer towards purchasing counterfeit products. · A potential gap in the reported literature is that every research group mentioned has proposed a different set of primary factors influencing the purchase of counterfeits. · A unified quantitative approach to determine and rank the factors influencing counterfeit purchase intention is yet to be developed. · Mathematical ‘covariate interactions’ analysis as well as a Chi-square regression analysis. · Logistic regression analysis was run on the survey results that yielded a mathematical expression which can predict how likely a customer is to buy a counterfeit. · The ‘influence of society’ and ‘value for money’ have been identified as the top two reasons that motivate consumers to buy fake products based on a survey conducted.
· The proposed correlation matches the obtained survey data very well. · Brand preferences and purchase of duplicate products vary from market-to-market based on economic status and availability of counterfeits. · This study and the reported literature that it refers to are subjective, because they comprise opinions of people. · These opinions are influenced by demographical preferences, geographic locations, and environmental conditions that vary across different regions and countries. · The conclusion of study is limited to type-of-product studies. · The present work is an ‘Analysis-led-Concept’ study and there prevails immense scope for future research in the area of counterfeits spanning a wide gamut of products.
Consumer orientation towards counterfeit fashion products: A qualitative analysis · To deepen the understanding of consumer psyche · To explore consumer attitudes and intentions with respect to purchase of counterfeit fashion products. What are the reasons that motivate consumers to buy counterfeit products? · Counterfeiting acting as a flourishing industry altogether. · In some transactions, consumers are deceived and wrongly believe that they are purchasing the legitimate branded product A total of 25 in-depth interviews were conducted among people of all age-groups, backgrounds & professions. The interviews were recorded, analyzed, inputs were noted and conclusions were arrived at. · The first construct refers to personal aspects including status consciousness, value consciousness, brand consciousness, uniqueness seeking and novelty seeking. · The second-dimension rests on interpersonal aspects of consumption of counterfeit fashion products related to susceptibility to interpersonal pressures. · The limitation of this study is the sample size, which was not large enough to draw strong conclusions.
· Future research can be taken up with a larger sample, and by applying quantitative techniques. One can explore more factors, both economic and non-economic, that play a pivotal role in purchase decisions related to knockoffs. Impact of Counterfeit Products on Consumer Buying Behavior To investigate the factors which usually affect the buying behavior of the consumers and also study their attitudes towards counterfeit products. What are the reason for usage of counterfeit brands among the people? · Counterfeit products provide the exact replicas of branded products with usually confuses consumer. · Consideration of only three factors of counterfeit brands i.e. Symbolic status, Distribution channel of retailers and price.
· Sample size is 100 and response rate was 76%. · Regression model was used to analyze the impact of independent variable i.e. Consumer Buying Behavior on dependent variable i.e.
Counterfeit Products. · Questionnaire with 12 questions was floated to institutions in Karachi city, Pakistan. · Consumer buying behavior have a significant relationship with counterfeit brands. -If the counterfeit products increase by 1% then the consumer buying behavior will increase by 69.
7%. · Producers of branded products should bring innovation to distinguish their products. · The sample size which was too small i.e.
100 · The data collected through the convenient sampling technique and targeted only some institutions of Karachi city. Modeling of determinants influence in consumer behavior towards counterfeit fashion products To investigate factors that influences consumers’ attitudes toward non- deceptive counterfeit fashion products and behavioral intention to purchase them. What are the factors that influence purchasing of counterfeit fashion products by the consumer and up to what extend? · Investment in research and development (R&D) is placed at risk from the unfair competition generated by counterfeit products.
Despite the importance of this phenomenon, there is lack of understanding of the factors that may influence customers to buy counterfeit products. · While the supply side of counterfeiting has received a considerable attention in the literature, investigations focusing on the demand side are still scarce. · Sample of 300 respondents · Sample data is collected from Ho Chi Minh City, Vietnam. · Qualitative approach was also used with 20 people before collecting data from questionnaire. · Exploratory factor analysis was used to analyze the responses. · Brand image has positively associated with personal appearance but doesn’t hold strong relationship with counterfeit brands. · Social influence has significant impact on the attitude towards counterfeits fashion product.
· Personal gratification is negatively associated with the attitude towards counterfeits fashion products. · Data collected only focused on people who have already purchased counterfeit products. · The sample size which was too small i.e. 300